Apple is preparing for one of its biggest iPhone events in years, with the iPhone 18 Pro, iPhone 18 Pro Max and the company’s first foldable iPhone expected to headline its September 9 launch event.
Apple is set to hold its major September product event today, September 9, 2026, as anticipation builds around the next generation of iPhones.
The event, titled “Surprise and Shine,” is expected to introduce Apple’s latest premium iPhones and could finally mark the company’s entry into the foldable smartphone market.
The event is also significant for another reason. It is expected to be the first major iPhone launch led by Apple CEO John Ternus, who took over from Tim Cook on September 1.
For Apple fans in India and New Zealand, the event is particularly important because the company could reveal a completely new iPhone category alongside its traditional Pro models.
Apple iPhone 18 Event: What to Expect
The biggest announcements expected during the event include:
- iPhone 18 Pro
- iPhone 18 Pro Max
- Apple’s first foldable iPhone
- Possible new Apple Watch models
- Possible AirPods updates
- New software announcements
- Details about Apple’s latest AI developments
Apple has confirmed the September 9 event, but several product specifications, names and prices remain unconfirmed until the company officially announces them.
The Foldable iPhone Could Be Apple's Biggest Surprise
The most talked-about product is Apple’s first foldable iPhone.
Reports suggest Apple has developed a book-style foldable device that could open into a much larger display. The phone has been referred to by different names in reports, including iPhone Fold, iPhone Ultra and iPhone Duo.
That means the final branding remains one of the biggest questions for tonight’s event.
Current reports suggest the device could feature a 5.5-inch outer display and a 7.8-inch inner screen when unfolded. Its design is also expected to focus heavily on being thin and reducing the visible crease across the folding display.
Apple is entering the foldable market after several years of development by rivals such as Samsung, Google and Motorola.
However, Apple’s late entry could be intentional. Rather than being the first major smartphone company to introduce a foldable phone, Apple appears to be positioning the device as a highly refined premium product.
How Much Could the Foldable iPhone Cost?
Price could be one of the biggest talking points.
Reports suggest Apple’s foldable phone could cost more than US$2,000, putting it firmly into the ultra-premium smartphone category.
Some recent reports have suggested a starting price around $2,000, while other estimates have placed the price significantly higher. These figures should not be treated as confirmed until Apple reveals the official price.
For consumers in India and New Zealand, the final local price will be especially important because taxes, currency conversion and regional pricing could push the device considerably higher than its US price.
iPhone 18 Pro and iPhone 18 Pro Max
The iPhone 18 Pro and iPhone 18 Pro Max are expected to remain the main flagship smartphones in Apple’s traditional lineup.
Reports have pointed to a new-generation processor, camera improvements and display changes.
The Pro models are widely expected to use Apple’s A20 Pro chip, with reports suggesting improvements in performance, graphics and energy efficiency.
Camera upgrades are also expected to be an important part of the new generation.
One reported change is a variable-aperture camera, which could give the camera greater control over the amount of light entering the lens.
However, these features remain reported specifications until Apple confirms them.
Is the Regular iPhone 18 Coming Today?
One of the biggest changes to Apple’s usual launch strategy could involve the standard iPhone 18.
Instead of launching the entire iPhone family together in September, Apple is reportedly considering a split release schedule.
The premium iPhone 18 Pro models could arrive first, while the standard iPhone 18 and other lower-priced models may follow later.
This would represent a significant departure from Apple’s traditional September iPhone strategy.
If the reports prove accurate, Apple’s strategy could allow the company to place greater attention on its most expensive products during the September event.
New Apple Watch and AirPods Could Also Be Announced
The iPhone is expected to be the main attraction, but Apple could have several other products ready for the event.
New Apple Watch models are widely expected, while updated AirPods could also be announced.
The company may also provide information about upcoming software updates and improvements to its wider device ecosystem.
These announcements could help Apple present the September event as a broader product showcase rather than an iPhone-only launch.
Apple’s New CEO Takes the Stage
The 2026 iPhone launch represents an important moment for Apple leadership.
John Ternus officially became Apple’s CEO on September 1, replacing Tim Cook.
His first major iPhone event comes at a time when Apple faces increasing competition in artificial intelligence, smartphones and foldable devices.
The new CEO will therefore have to balance Apple’s established product strategy with growing expectations around AI and new device categories.
The foldable iPhone could become an important early test of Apple’s ability to introduce a new product category while maintaining its premium positioning.
Apple and the AI Race
Hardware is not expected to be the only focus.
Apple has been under pressure to strengthen its artificial intelligence capabilities as competitors such as Google and OpenAI continue to expand their AI products.
Reports indicate that improvements to Siri and Apple Intelligence could be part of Apple’s wider technology strategy.
The company’s AI approach could become increasingly important as Apple attempts to make its devices more useful through on-device intelligence and personalised features.
iPhone 18 Launch Time in India and New Zealand
Apple’s event is scheduled to begin at 10 a.m. Pacific Time on September 9.
For viewers in India, that means approximately 10:30 p.m. IST on September 9.
For viewers in New Zealand, the event falls in the early morning of September 10.
Apple is expected to make the presentation available through its official online channels.
iPhone 18 Event LIVE: What Happens Next?
As the Apple event gets underway, attention will move from rumours and leaks to confirmed specifications.
The most important developments will be Apple’s official product names, prices, features, pre-order dates and availability.
For NZ Indian Insights readers, the launch is also significant because Apple products remain popular among consumers across New Zealand and India.
The possible arrival of a foldable iPhone could give Apple a new position in a smartphone market that has already seen rapid development in foldable technology.
If Apple delivers the combination of a thin design, strong performance and a refined folding mechanism that reports have suggested, the device could become one of the company’s most important new products in years.
Disclaimer
This article includes reported and expected information available ahead of Apple’s official announcements. Product names, specifications, prices and release dates may change until confirmed by Apple.
For more technology, AI and digital updates, visit the Technology Desk on NZ Indian Insights.
